Top Tips for Executing Offline Events in China
Although Chinese consumers are known for their love of online shopping, offline events remain an important part of brands’ marketing mix, allowing consumers to immerse themselves in the brand and experience it with all of their senses. What’s more, attending the latest pop-ups and exhibitions and taking selfies to share on social media is a major form of social proof for China’s young consumers.
Despite the importance of offline events, it’s not something we have covered much on the podcast, which is a bit ironic given my background in event marketing. So today I invited on my former Edelman colleague Ryan Whelan, now founder of event marketing agency Pennyfields, to share his top tips for executing offline events in China.
We cover a wide range of topics, including:
- Costs
- Production quality
- Timelines
- Restrictions + regulations
- Common issues when dealing with VIP guests
- Working with Chinese press, WeMedia & KOLs
And more!
Guest: Ryan Whelan
Website: https://pennyfields.co/
LinkedIn: https://www.linkedin.com/in/rywhelan/
